Gen Z e wine consumption: A comparative study of Italian and Spanish consumers.

This study explores the consumption patterns of Gen Z towards wine. The methodology involves an online questionnaire administered to Italian and Spanish respondents aged 18 to 25 years. Descriptive statistics and ANOVA are employed for data analysis. The results show that both Italian and Spanish Gen Z consumers exhibit interest in sustainability and health-related values when it comes to wine consumption. Sustainable wine options are highly regarded, indicating a strong concern for environmental and personal well-being issues. However, an attitude-behaviour gap exists, with conventional wines still being consumed more frequently. Wine is seen as a social product, integrated into consumers’ lifestyle and the impact of online content on their purchasing decisions is relatively low